Social CRO: Are You America's Next Top Landing Page Model

I googled around a bit to see if this topic had been covered, but didn't seen anything. Anyway, the concept can be summed up as using social variables in a conversion rate optimization test to increase both conversion rates and user engagement.

Social CRO Campaign Examples

• Fashion Product: Use the faces or full pictures of fans to see who's face/picture can best produce conversions. Who wouldn't get excited about seeing themselves on an ad?
• Automotive Website: Use fan/customer cars to see which car can best yield conversions.

You get the idea. Just take an element of a CRO test that your users may be interested in seeing personalized for them. However, there are two problems that would have to be .

Potential Problems with Social CRO Tests

Problem 1: Sample Sizes

Campaigns of this type would have to go through stages. If you let 500 people enter a social cro test, you'd need ~50,000 conversions to see who one. Therefore, you would have to run the first, big group of entrants through some pre-test contest to arrive at a more manageable number for the actual test.

Problem 2: Users Probably Don't Care About Your Leads or Sales

Nobody really gives a crap that their picture yields a really good visit to lead conversion rate. That's boring. However, if someone's picture produced motivated a lot of people to join some philanthropic cause, that something people would get more excited about.

In a test like this, the goal would have to be something that the targeted users would actually get excited about. For products that are inherently exciting, or more direct conversion measure may be appropriate. For others, something philanthropic or some other innovate conversion goal may work better.